Conversion Rate Optimization (CRO), is the process of optimizing a website, typically leveraging tests and personalization, to increase the number of conversions to drive more purchases, leads, customers, and/or revenue.
Programmatic CRO optimizes websites to drive more conversions by showing the right set of variations to each unique visitor in the moment, optimizing for one or more goals a website owner cares about. AI automatically identifies which variations perform better for each unique individual and shows those more often to similar prospects in the future. Poorly performing variations are shown less often in the future.
Like programmatic ads, programmatic CRO continuously reacts to changes in prospect behavior, changing the mix of variations shown in order to maximize conversions. Like programmatic ads (and unlike traditional CRO), variations can be added or removed from programmatic CRO anytime without losing any learnings. Programmatic CRO adapts much faster than traditional CRO, delivering more conclusions and more conversions as a result.
Under the umbrella of website optimization, Programmatic CRO was born with the goal of driving results more quickly and increasing revenue. An important part of achieving those objectives involves personalizing the web experience for potential customers at a one-to-one level. Marketers can tailor their websites to deliver the optimal user experience (UX) in an effort to convert visitors (anonymous and known) into customers.
These engaging, more relevant user experiences put the right information in front of the right person to not only help convert the prospect but also to help that prospect save time in their decision-making process.
Perhaps one of the greatest benefits of programmatic CRO is the ability to optimize big, sweeping changes as well as multiple smaller changes to websites. This versatility makes programmatic CRO much more accessible to marketers with optimization initiatives of any size or scale and allows them to realize the value of the following benefits:
The benefits of testing using programmatic CRO go beyond simple learning and incremental page-level gains. Programmatic CRO drives results like revenue growth, which can have a substantial impact on business growth, and delivers more results at a faster rate compared with A/B testing.
Before Programmatic CRO
Previously, test management has been a burden for marketing teams, as traditional website optimization tests are lengthy, complicated, and costly. They also require more involvement from marketing teams, which means team members are forced to take their attention away from other important marketing initiatives. With already limited bandwidths, marketing teams are spread thin and aren’t always equipped to manage the multiple levers of a complex website optimization testing program.
The Future is Programmatic
Marketers can use the results of these fast and informative tests to focus on building the best customer experience using personalization, and programmatic CRO can take over the tactical tasks required to launch and manage the testing of these experiments.
In the same way programmatic technology revolutionized the advertising industry by streamlining tasks and increasing workflow capacity and efficiencies, programmatic CRO can leverage personalization to improve companies’ website conversion and optimization programs. Programmatic CRO meets every prospect where they are in their customer journey by targeting them with the variation that is most likely to get them to take action.